BEAUTY CARE

Tom’s of Maine protects teeth, environment with new toothpaste

BY Antoinette Alexander

KENNEBUNK, Maine Tom’s of Maine, a maker of natural personal care products, has developed a new, all-natural fluoride sensitive toothpaste with environmentally sensitive packaging and manufacturing.

The new Tom’s of Maine Maximum Strength Sensitive toothpaste combines cavity protection with naturally sourced potassium nitrate to soothe sensitive teeth and deliver oral care without additives, artificial preservatives or harsh chemicals.

“Consumers told us they wanted a sensitive toothpaste that was naturally-sourced, but still effective and refreshing,” stated Ellen Saksen, Tom’s of Maine toothpaste category manager. “Through our meticulous selection of ingredients, coupled with our commitment to improving our community, consumers who suffer from sensitivity now for the first time have an all-natural choice that has been clinically proven to care for their teeth.”

With the help of birch trees, mint plants and other natural ingredients, the new toothpaste comes in two flavors: Soothing Mint and True Mint, a SLS-free option. Tom’s of Maine’s new Maximum Strength All-Natural Sensitive toothpaste will be available in stores nationwide in September. The suggested retail price is $5.99.

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Nivea for Men develops online resource for grooming

BY Antoinette Alexander

WILTON, Conn. Beiersdorf’s Nivea for Men has launched its newest online destination, dubbed “The Groom Room,” which is a resource for men to find exclusive blog posts, grooming tips and trends, as well as articles on such topics as sports and entertainment.

“We are very excited to introduce ‘The Groom Room’ to consumers,” stated Nicolas Maurer, VP marketing for Beiersdorf USA. “Drawing on insights about the online habits and needs of its consumers, Nivea for Men created a one-stop destination to showcase content from trusted authorities so men can get informed about the topics that are most important to them. We are confident ‘The Groom Room’ will be a must-read for men everywhere.”

With original blog posts from Nivea for Men’s own blogger corps and syndicated articles from various men?s interest publications, “The Groom Room” aims to provide men with all of the grooming information they need in one online location.

The site can be accessed by visiting www.niveaformenusa.com/thegroomroom.

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Dr. Fresh debuts new hand sanitizer

BY Antoinette Alexander

LOS ANGELES Dr. Fresh has introduced Infectiguard, an alcohol-based hand sanitizer that promises to kill 99.99% of germs without the use of water, soap or towels.

Infectiguard was developed with the input of dermatologists and although it contains 62% alcohol, more than the 60% minimum the Centers for Disease Control and Prevention stipulates to effectively kill germs, it also features aloe, vitamin E and other moisturizing ingredients.

Infectiguard comes in a variety of sizes and formats including family, office, and classroom-friendly options (8-oz. pump bottles including a version for sensitive skin), as well as travel and on-the-go formats (1.8-oz. bottle with clip that attaches to backpacks, belt loops, and purses; spray two pack, and foil-wrapped wipes).  Combo packs include an Infectiguard Hand Sanitizer Trial Pack that lets consumers try the spray, bottle and wipe formats.

To target another fertile breeding ground for germs – toothbrushes – there’s also an Infectiguard Toothbrush Sanitizer, a storage case that sanitizes using an ultraviolet light.

Infectiguard products have a suggested retail price ranging from $2.49 to $2.99 and are available at mass-market retailers beginning in August.

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